Nature Valley Trail View 2.0

Nature Valley Trail View 2.0

General Mills

& McCann NY

Nature Valley loves the outdoors, and so do its customers. To promote
national park preservation on a large scale while engaging fans, the
company teamed with McCann New York to virtually preserve four U.S.
national parks: the Grand Canyon, Great Smokies, Sequoia and Yellowstone.
In this first-of-it's-kind Street View hiking experience, hikers can pick
one of the parks and explore its trails in depth via a topographic map.
Trail View 2.0 also highlights the brand's preservation efforts, social
accounts and mobile-optimized experience.

Put Google research and insight behind your thinking

The Story

Nature Valley loves the outdoors, and so do its customers. To promote national park
preservation on a large scale while engaging fans, the company teamed with McCann
New York to virtually preserve four U.S. national parks: the Grand Canyon, Great
Smokies, Sequoia and Yellowstone. In this first-of-it's-kind Street View hiking
experience, hikers can pick one of the parks and explore its trails in depth via a
topographic map. Trail View 2.0 also highlights the brand's preservation efforts,
social accounts and mobile-optimized experience.

A small crew of eight people spent two months hiking through more than 400 miles of
national parks. They captured every mile and point of interest to bring it to life
in the digital experience. Using Street View technology, the site lets hikers
preview prospective hikes in a real and unprecedented way, providing an educational
tool that digitally preserves the parks.

The Technology

Geo APIs

The Results

The ratio of traffic to page visits increased by 191.9% compared with a six-month
pre-launch period. This statistic came close to surpassing the benchmark of 10x
growth. The platform was featured in IDEO's lecture series, and has been written
about in the New York Times, Fast Company and NBC News, among others. Nature Valley
has been saluted for inspiring a new generation of nature-lovers and preserving the
parks digitally.